Google failed to settle an antitrust probe in Europe after the European Union's competition commissioner rejected its proposal on Friday.
According to a report by New York Times, the Internet giant laid out its latest proposal in trying to resolve an antitrust issue in Europe. However, it does not go far enough because that proposal was rejected.
The issue goes back in November 2010 after Google allegedly abused its position as the widely used search engine in Europe, especially when it comes to favoring its own products services over its rivals.
In October, the European Union gives a go to a provisional deal that would have obliged Google to make concessions in providing its rivals with greater visibility on Internet search queries.
Talking in a Spanish radio, the union's competition commissioner Joaquín Almunia, said the Internet giant's "latest proposals are not acceptable."
He also said that the company runs out of time to give more proposals, which would ease the official's concerns about possible anticompetitive doings. However, Almunia didn't state which allowance nears its end.
Though he did not officially reject Google's proposal, it is most unlikely to have one considered now. The earliest discussion will be after spring.
"The ball is still in Google's court," Almunia said. "Within a short time frame, the ball will be here, and then it will be the moment to make decisions."
As a response to Almunia's interview, Google said that its latest proposals, which are its second set, addressed the apprehensions of the union's executive arm, the European Commission.
Al Verney, a Google spokesman in Brussels, said in a statement, "We've made significant changes to discuss the E.C.'s concerns, greatly increasing the visibility of rival services and addressing other specific issues."
Critics of Google in Europe, including Icomp, said that Google is not acting fast thinking that its competitors will not be able to stand a chance due to its dominant market position.
David Wood, legal counsel for Icomp, a trade body representing the Internet companies affected by Google's practices, told NY Times, "Google was offered not one but two unique opportunities to reach an agreement with the commission, and yet their actions show a deep lack of willingness to change their harmful practices."
